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Market intrusion of brands in partner's territories: a case study of brands positioning
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Purpose – The purpose of this research is to investigate how branding is applied in an industry entering intoco-branding. It analysing the importance for building and strengthening a brand for effective brandpositioning in the market space.

Design/Methodology/Approach – Our qualitative research is developed according to the approach whichseeks to understand the aspects of brandings. This research will be conducted as an abductive approach;the validity of present knowledge will be demonstrated. Qualitative approach is applied for identifying theaspects in a successful launching of a brand.

Findings – This research demonstrates that branding has been involving in launching of brands. The casestudy indicates that brand portfolio, brand identity and brand positioning are essential in extending brands.

Practical Implications – It serves as supplementary and reference information for brand management inmarketing plan for global markets, especially in corporate.

Originality/Value – The originality of this paper lies in its knowledge area of branding, which uses brandportfolio, brand identity and brand positioning literatures and journals to examine the role of branding inpractical case.

Place, publisher, year, edition, pages
Examensarbete INDEK, 2011:123
Keyword [en]
Brand Positioning, Brand Portfolio, Brand Identity
National Category
Economics and Business Other Engineering and Technologies not elsewhere specified
URN: urn:nbn:se:kth:diva-101480OAI: diva2:548012
Subject / course
Entrepreneurship and Innovation Management
Educational program
Master of Science - Entrepreneurship and Innovation Management
2011-05-30, 13:09 (English)
Social and Behavioural Science, Law
Available from: 2012-09-14 Created: 2012-08-29 Last updated: 2012-09-14Bibliographically approved

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Senthamizh Selvan Thesis(1124 kB)226 downloads
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